Why Attend Trade Shows?

They strengthen your brand.

A trade show booth is not just a table used for display — it’s an effective way of letting people know about who you are, what you do, and why your products or services matter. According to Trade Show Labs, a company that provides trade show services for exhibitors, trade shows help boost brand recognition by 76%. Even six months after an event, attendees can recall at least one exhibitor they visited. This is why it’s essential to maximize your booth and design a cohesive setup through print marketing materials, such as banners, brochures, and signs. It helps establish your brand and leaves an impression that you’re an industry expert.

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They widen your customer reach.

While communicating through our devices is convenient, human interaction still holds unmatched power. At trade shows, you get to meet different types of people who are looking for something new. 92% of attendees usually go to trade shows to discover new products or services. This means that anyone can be a potential customer in a “buying” mode. Setting up a booth and exhibiting is the perfect chance to meet face-to-face with customers and foster genuine conversations and personal connections — grab this opportunity to establish rapport.

 

They increase your Return of Investment (ROI)

Exhibiting at trade shows can feel risky, as some small businesses might think that they might not get their money back. But here’s the thing: trade shows offer a surprisingly good return. 82% of attendees have buying power or influence and 14% of Fortune 500 companies say that there is a 5:1 ROI from exhibiting at trade shows. This means that for every $1 spent, they earned back $5.  

If you want to know what your ROI is after joining a trade show, follow this simple formula:  

Revenue – Investment / Investment = ROI  

For example, if you earned $12,000 from exhibiting and invested $2,000, your ROI is $5 for every $1 spent.

 

They let people experience your product live.

Launching a new product? Announcing significant updates? There’s nothing like a hands-on demo in a trade show. When attendees see your products in person, they get to touch, try, and see for themselves if your products are worth buying. Hill & Partners Brand Environments said that 74% of trade show attendees believe engaging with the exhibitors makes them more likely to actually buy the products/services on display. The experience of your customers getting their hands on a prototype or being the first to know about a new product feature just hits different in person.

They give firsthand feedback and insights.

Trade shows provide an excellent platform for gathering real-time feedback. Listen closely to what your customers are saying and observe how they react to products, as this may provide valuable insights compared to online reviews or surveys. Additionally, studying the strategies of other companies can help you identify effective tactics for future events.



 



They generate leads.

Businesses and professionals coming together in one place is your golden ticket to getting new leads. Take the opportunity to connect and engage with them because every interaction could be a potential lead. You never know, these interactions could lead to valuable partnerships and collaborations. For example, if you’re a local skincare brand, you might meet a boutique owner, an influencer, or a wholesale buyer at the event.

 

They give you an idea about industry trends.

If you’re operating your business from home, there’s a slight chance that you’re missing out on industry trends. Trade shows offer a preview of what’s hot and what’s working in your space. You can see everything you need in one place, from product innovations and new packaging styles to design trends and cutting-edge technologies.

Should You Exhibit? A 5-Point Readiness Quiz

Think you’re ready to participate in a trade show? Here are a few questions to consider:

1. Do I have a product or service that people can learn about in person?
2. Do I want to attract potential customers and expand my network?
3. Do I have marketing materials, such as flyers, samples, and signs, available to promote my brand?
4. Can I follow up with leads after the event, whether through email, calls, or social media?
5. Will at least one conversion help justify the cost of attending the show?

If you answered yes to 3 or more, trade shows might be an excellent move for your brand.

Trade Show Success Starter Pack

Now that we’ve established the benefits of trade shows, let’s talk about what you need for the event. To give you an idea, here are the top 5 essentials of Kate Hickman, an artist who participated in the Doylestown Art Festival last September 2022.

Bookmark our article on Top 5 Booth Essentials for further reading and reference when deciding on a collateral.

These are just examples of trade show must-haves but know that there are other options to explore and choose from. You can also throw in custom signs and banners to the mix.

If you don’t see anything that might work for you yet, check UPrinting’s wide range of top-notch trade show products for more ideas. More options, more inspiration!

Tip: Just list down all the products that you think would be helpful to you then shortlist your top five.

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So, are trade shows worth it? A resounding yes!

Trade shows remain relevant and essential in this digital age with the value and benefits they bring to your business. Beyond the immediate gains in leads and sales, the holistic experience propels your business to growth and innovation—making your investment well worth it.